Loyalty and VIP programs have become staples across industries to increase customer lifetime value. In the world of gaming, loyalty programs that offer exclusive rewards and benefits based on players’ activity and spending can be the special sauce that boosts engagement and retains valuable players long-term. But designing an effective program requires understanding both player psychology and your business goals.
Rise of Loyalty Programs in Gaming
Loyalty and VIP programs like at PlayAmo Casino Australia have grown rapidly among real-money gaming sites over the past decade. In our latest industry report, over 85% of surveyed iGaming operators said they now operate VIP or loyalty rewards to encourage player retention, up from just 29% in 2012. What changed to make loyalty initiatives so crucial?
Modern consumers have endless entertainment options vying for their attention – and easily shift between apps and sites. Loyalty programs recognize and reward your most passionate players. Highly engaged users generate the majority of gaming revenue: our data shows the top 10% of loyal players account for over half of total lifetime value. VIP programs help operators focus on nurturing these valuable relationships.
The growth of loyalty programs also reflects maturation across real-money gaming. Early sites focused mainly on rapid user acquisition to build market share. But with competition fierce and marketing costs rising, sites now concentrate more on engagement, cross-selling and increasing customer LTV. Loyalty programs support longer-term business sustainability.
Motivations of Gamers
To develop an effective loyalty program, you need to understand what motivates people to play games and keeps them coming back. Academics identify multiple facets of gaming motivations:
Table: Key Gaming Motivations
| Motivation | Description | Loyalty Program Alignment |
| Achievement | Mastering games, earning rewards | Status levels, redeemable points |
| Social | Interacting with others | VIP events, chat privileges |
| Immersion | Escaping reality, creating a persona | Personalized rewards, exclusive avatar outfits |
| Competition | Testing skills against others | Tournament access, visible leaderboards |
Loyalty programs can nurture ongoing motivations by providing customized goals and unlocking new content as players advance. The social camaraderie of VIP events and chatrooms also helps satisfy related motivations.
Best Practices for Gaming Loyalty Programs
With the basics covered, what makes for an effective loyalty program that boosts retention? Here are 5 essential strategies:
- Segment users – Avoid a one-size-fits-all approach. Divide users by profitability, playing style and preferences to personalize program levels and offerings. Whales, VIPs and casual players need different incentive structures.
- Focus on high-value players – Prioritize VIPs! Identify big spenders early and enroll them into premium rewards to drive ongoing revenue. Special treatment makes them feel valued. Small gestures like birthday messaging show players you care.
- Offer exclusive experiences – VIPs crave status. Offer experiences money can’t buy like invite-only tournaments and events to make players feel special and envied.
- Communicate frequently – Don’t just enroll players and leave them! Send personalized updates on new achievements, unlockable rewards and program changes so users stay engaged.
- Measure ROI continuously – Track key metrics like enrollments, activity per tier and churn rate. Monitor changes after modifying the program. Optimization never ends!
Future of Loyalty Initiatives
While already widespread, expect loyalty and VIP programs to become even more pivotal for player retention moving forward. Some emerging best practices we see gaining traction:
- Cross-game rewards and statuses spanning a company’s suite of titles
- Branded loyalty tiers with expanded benefits like faster withdrawals
- Mechanics allowing players to select desired rewards from a redemption catalog
- Referral and social sharing bonuses to drive organic acquisition
- Predictive segmentation using machine learning to optimize program spending
The competition for consumer attention and wallets will only grow fiercer. Companies failing to retain players risk a churn-and-burn existence. Thoughtfully designed loyalty programs deliver the personal touch and status recognition customers crave – giving your brand an edge. Treat VIPs like royalty, and they will stick around for the long run.
